1: Introduction to Conscience Marketing

What is Conscience Marketing and how can you apply it to your own organisation? How are public, private and third sector organisations thinking differently about their role in creating a more ethical and sustainable society? We'll review how marketing and communications strategy is shifting in its approach, before introducing the 5Cs of Conscience Marketing and explaining how it fits into today's business and organisational landscape. • Introducing the 5 Cs of Conscience Marketing and understanding how Customers, Climate, Colleagues, Community and Credentials all intersect. • Why we need to change our approach to marketing. • Taking a strategic approach to Conscience Marketing.

2: Engaging your CUSTOMERS

Marketing and communications have traditionally been about persuading consumers to want and buy more or to change their behaviours and habits. But the landscape is changing when it comes to what customers want from your products and services. In this section, we’ll investigate key shifts and trends in consumer behaviour and review successful conscience-led brands, before assessing key actions you can take. • Who are your customers and how are they changing? • The rise of the 'conscious consumer'. • Case studies: The brands that have adapted and those that have been left behind. • Actions to implement.

3: Caring for the CLIMATE

How sustainable are your current operations and what are you doing to offset your environmental impact? How are you communicating your goals and achievements to your various audiences, including customers, colleagues, supporters and investors? We’ll explore why climate change is bad for business and what businesses are doing to address the issue. • Why climate change is bad for business. • Objections to - and benefits of - going green. • Opportunities to be eco-friendly in the workplace. • Offsetting environmental impact. • New environmental legislation. • Simple strategies for communicating sustainability in the workplace and promoting your green ethics.

4: Empowering your COLLEAGUES

Although Conscience Marketing strengthens customer loyalty and attracts new business or interest, its influence will be deeply felt within your own organisation. Today's workforce, particularly younger professionals, gravitate towards organisations that mirror their personal values. Aligning your brand with ethical principles not only attracts clients, supporters and investors, but also creates a work atmosphere where employees are enthused to champion your cause. • The vital role of employees in Conscience Marketing, from executive leadership to every department member. • Empowering employee-led ethical endeavours plus recognising and rewarding achievement. • Keeping your colleagues aligned with your brand’s ethical objectives. • What more can businesses do strategically?

5: Enhancing your COMMUNITY

Conscience Marketing is more than just promoting a product or service. It's about genuinely understanding, valuing, and interacting with the communities you wish to serve. By recognising the importance of community, understanding its influence on consumer behaviour, drawing inspiration from successful case studies, and taking actionable steps, you can clearly explain what you're doing to drive meaningful change. • Why we feel the need to belong. • Different types of communities and how they shape consumer behaviour. • Ways to engage with the community. • How your organisation can benefit from community engagement. • Promoting community involvement.

6: The power of CREDENTIALS

Are you leveraging the right codes and standards to bolster your organisation's commitment to sustainability, ESG, and CSR? How does your ethical footprint compare with others in your sector? Dive deep into the essential realm of credentials. Explore how awards, accreditations, accolades, and strategic associations amplify your story and highlight your achievements. • Why credentials are important amid the growing demand for verifiable authenticity and ongoing compliance. • The 4As anatomy of your credentials: Awards, Accreditations, Accolades and Associations. • Measuring social impact. • What's your pledge? Craft your statement and have a clear vision of the change you would like to drive.

Sustainable Marketing Training Courses

Masterclass overview

Our unique Conscience Marketing training course is for businesses with a social conscience that wish to intertwine their business growth and impact with their sustainable practices. It is perfect for senior leaders and marketers who want to generate dozens of fresh ideas for their business.

You'll dive deep into the core principles of Conscience Marketing through our exclusive 5Cs framework, centring on Customers, Climate, Communities, Colleagues and Credentials.

By undertaking Conscience Marketing training, you'll learn how to:

Differentiate yourself from your competitors to win loyal customers and boost profits
Market your sustainability activities authentically, steering clear of greenwashing.
Attract and engage colleagues who share your conscience-driven values.
Promote your community activities in an engaging way.
Establish your reputation as a trustworthy, preferred partner.

This course is facilitated in person by Conscience Marketing Founder Karen Ainley. The day is packed with lightbulb moments, practical nuggets, and a treasure trove of resources that'll have you bursting with ideas to transform your marketing and communications strategy, to benefit your business.

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Programme

1. The FOUNDATIONS of Conscience Marketing

Outline of the day and what you will achieve
Introducing the 5Cs of Conscience Marketing
Climate change and global challenges
Decoding the language of sustainability
The role of marketing and communications
Conscience Communications 10-point checklist

2. Attract new CUSTOMERS

The evolution of ‘conscious consumerism’
Who are your customers and wider audiences, including supply chains - and what do you know about them?
What marketing activities are you undertaking to attract those with ethical values?
Analysis of how others communicate their ethical values
Develop your audience personas with values in mind

3. Care for the CLIMATE

Why do we need to care about climate change?
What is 'carbon footprint', how are you reducing yours and how are you promoting this?
Analysis of how other organisations are promoting their green initiatives
Language to use - with expert insight, and what not to use
Greenwashing legislation, the Green Claims Code and other regulations for marketers
The carbon footprint of your marketing activities

4. Engage your COMMUNITIES

Why do we feel the need to belong?
What communities are you part of and how are you promoting this?
How communities shape consumer behaviour
What are the benefits of community engagement?
Analysis of community-focused marketing campaigns.

5. Empower your COLLEAGUES

Why should you involve your colleagues in your sustainability journey?
How are you involving colleagues and how are you promoting this?
Analysis of colleague-led marketing campaigns
More ways to get your team involved

6. Establish your CREDENTIALS

The 4As credentials framework: Accreditations, Awards, Accolades, Associations
Which credentials do you have and how are you promoting them?
How other businesses promote their credentials
Measuring social impact

7. Action plan and next steps

Complete your one-page action plan from the day’s activities
In your teams, present your key takeaways to colleagues

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Karen Ainley

Founder & CEO

About your trainer

Karen Ainley BA (Hons), MSc

Your course will be delivered by the founder of Conscience Marketing and CEO of Mosaic, Karen Ainley, who has been teaching individuals and organisations about best practice in marketing and communications for more than 25 years.

She is a former journalist by profession, working for BBC radio and television and in newspapers, and has a 1st class Masters Degree in Digital Marketing Strategy.

She also delivered Chartered Institute of Marketing (CIM) Digital Marketing Strategy training courses for many years, on behalf of the Academy for Marketing.

She has been running Mosaic - The Conscience Marketing Agency, a PR and digital marketing agency in Essex, with its sister company Mosaic Media and Marketing Training, since 2000 and has over 25 years' experience of managing marketing and communications campaigns.

What our training offers

Interactive tuition delivered by a highly experienced trainer

Strategic and ethical approach to marketing

Fascinating Conscience Marketing case studies

Downloadable checklists and resources

Video commentary from relevant experts

Support for environmental projects

Certificate of completion for each course

Benefits

By joining the Conscience Marketing movement, you will gain access to our:

Forum

A place to ask questions and share Conscience Marketing ideas.

Webinars

Regular webinars to explore Conscience Marketing in more detail.

Discounts

A special discounted rate to our annual Conscience Marketing conference.

Resources

Downloadable checklists and resources to help support you in your marketing.

Testimonial

"Conscience Marketing is a brilliant concept for any business that wants to make a difference to their communities and the planet, while driving their organisation’s growth strategies. I loved every minute of the Conscience Marketing course. Promoting an organisation’s values and social conscience to customers, colleagues and communities has never been more important, but it is essential to make the correct choices. This innovative course is packed with practical advice which could transform your business’s reputation for the better. "
Irene Kettle, Communications consultant